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Intelligence & Strategy

Positioning, data, performance management: our thinking and lessons learned on strategic consulting and commercial intelligence.

Diagram illustrating the four dimensions of data governance ready for automation
Tech

Data governance: the invisible prerequisite before automating anything

What the RAND Corporation study reveals about the causes of AI project failure, and how to assess your data governance before automating.

5 min readRead the article
Schematic representation of how value created by generative AI in the enterprise is distributed by function
Intelligence

Generative AI in the enterprise: where the value is real, and where it's still a gadget

What randomized studies (MIT, NBER, METR) reveal about where generative AI creates real enterprise value, and where it remains a gadget.

9 min readRead the article
Diagram illustrating the construction of a B2B account score from several weighted criteria
Intelligence

Lead scoring and qualification: what automation actually changes in commercial prioritization

How to build a reliable B2B account score: a 4-pillar method, a step-by-step worked example, and calibration pitfalls to avoid.

5 min readRead the article
Schematic comparison between a B2C marketing automation workflow and a B2B workflow
Intelligence

B2B vs B2C marketing automation: why workflows don't copy from one model to the other

Why an automation workflow designed for B2C fails in B2B, and how to adapt cadence, scoring and triggers to a collective decision cycle.

4 min readRead the article
Conceptual illustration of a distinctive brand positioning against generic competitors
Intelligence

From generic offer to defensible positioning: the method for finding what actually makes you different

How to turn an offer perceived as a commodity into a defensible positioning, with a concrete 3-step method and a real case.

6 min readRead the article